The New Jersey Devils are at it again. As is the NHL.
After dropping an eleventh-hour tease on Friday, allowing a weekend of speculation and buildup, the league and the franchise on Monday morning both announced agreements with FanDuel.
As part of a multi-year partnership, FanDuel and its East Rutherford-based FanDuel Sportsbook become “the exclusive official daily fantasy partner and an official sports betting partner,” respectively, of the NHL, according to a press release.
In a separate deal, FanDuel teamed with the Devils, becoming the third such partner of the NHL team.
NHL embracing sports betting
A week after the NHL brought on MGM Resorts International as the league’s official sports betting partner, the NHL announced a similar deal with FanDuel.
As part of the agreement, per the release, FanDuel will receive opportunities to offer “exclusive NHL content and special prizing” to its DFS users. That includes VIP experiences to events such as the Winter Classic and the All-Star Game.
According to the release, FanDuel will offer free-to-play, single-game DFS contests for various marquee matchups throughout the season. The agreement also allows FanDuel to utilize its NJ sports betting arm.
From the release:
“FanDuel will also leverage its relationship with the NHL in the sports betting category, including use of official category designations, in a variety of ways to appeal to sports betting customers in legal jurisdictions.”
“Our approach to sports betting is to continue to be progressive as we work directly with the industry and focus on innovative opportunities for fan engagement,” NHL commissioner Gary Bettman said in the release. “Teaming up with FanDuel furthers our strategy of aligning with leading brands that share our vision of using new platforms and technology to drive innovation and engage and excite hockey fans.”
FanDuel Sportsbook joins Devils team
In a separate agreement, FanDuel joined William Hill (Caesars NJ) and Caesars Entertainment as partners to team up with the Devils, all within the last week and a half.
FanDuel will receive brand exposure during all Devils home games at the Prudential Center. That includes an “in-ice logo” that recently became available after the NHL introduced the new advertising position earlier this year.
By using integrated social, digital, and in-game activation platforms, FanDuel will highlight its in-play betting options available via the FanDuel Sportsbook mobile app.
From FanDuel COO Kip Levin:
“We will continue to be at the forefront of the action for hockey fans, whether they’re watching sports from a seat in the arena or at home on TV. Our partnership with the New Jersey Devils allows us to be on the ice during the action and in-game messaging is the perfect way to reach hockey fans during the games.”
And FanDuel Group CEO Matt King:
“Joining forces with the National Hockey League was the perfect next step for us as both our sports betting and fantasy sports businesses continue to grow. The League’s clear vision for these categories and this partnership marks an exciting time for both organizations.”
Here’s a fun fact about DraftKings and NHL
While a longstanding partner or sponsor of professional teams for going on five years, FanDuel picked up its first deals since offering legalized sports betting.
With both partnerships, particularly the branding with the Devils, FanDuel can further market its mobile wagering product in New Jersey and beyond.
Interestingly, FanDuel’s chief DFS competitor, DraftKings, has held a lasting deal with the NHL since 2014. In fact, the league holds equity with the company.
According to Legal Sports Report, DraftKings, which also offers sports betting in New Jersey (DraftKings Sportsbook) expects to maintain such a relationship.
“We are constantly evaluating our relationships with leagues, teams and business partners to ensure DraftKings is well-positioned to further innovate our industry-leading daily fantasy sports product and continue our growth in sports betting and media,” DraftKings CBO Ezra Kucharz said in a statement to LSR. “The National Hockey League has been a valued partner and we fully expect to work with them in other capacities in the future.”